Yiling Pan
Jul 26, 2017

Dior the most relevant luxury brand among gen-Z consumers in China

The brand is highly effective at inspiring Chinese youth to express the cultural values and philosophy they stand for, according to RTG Consulting.

Dior brand ambassador Angelababy. Photo: Angelababy/Weibo

While the appointment of controversial actress Angelababy as the brand ambassador for Christian Dior stirred up much controversy in China in May, it may not have been such a bad move for the brand after all. According to a report released this month by RTG Consulting Group RTG, the French luxury powerhouse has been named the most relevant luxury label by China’s Generation-Z a group that ranges in age from 15-24. And Angelababys extreme popularity...

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